TikTok made me book a trip to Positano: the truth above the social

TikTok is flooded with videos unveiling the most charming trip itineraries in Positano, one of Italy's most enchanting destinations. Visiting this town on the Amalfi Coast has become a real trend, but the shift from hype to reality often hides pitfalls and disappointments. The euphoria fueled by reels on the popular social network is immense—but is what you see online really what you get in real life?

A magical place recognized as a UNESCO World Heritage Site, Positano is one of the most beloved and frequented destinations by celebrities and influencers. Everyone wants to visit and discover the local natural beauty, the bay and the cliffside village, the dazzling scents and colors, the ceramics, and traditional craftsmanship. Especially abroad, Positano and the Amalfi Coast are synonymous with relaxation and La Dolce Vita. This image is reinforced by the numerous summer travel itineraries trending on TikTok.

Not so much. In spring and summer, Positano is overrun by tourists arriving from all over the world. It is one of the most mentioned villages on social media and the web, along with Amalfi and Peccioli in Tuscany. The research and analysis company SocialData conducted a specific study on mentions, interactions, and sentiment across TikTok, Facebook, Instagram, YouTube, blogs, and news outlets: thanks to the key role played by social platforms—TikTok in particular—Positano boasts over 20,000 mentions and 650,000 interactions.

Videos that capture the dreamy atmosphere of the town—with its crystal-clear sea, colorful houses clinging to the cliffs, petunias, wisteria, roses, and bougainvillea—generate huge public interest. Positano's fame as a social media darling, often called the “vertical city” of the Coast, is amplified by its iconic layout: its pyramid-shaped landscape, with its steep profile overlooking the gulf, makes it especially “Instagrammable.”

Yes, Positano is indeed a splendid and one-of-a-kind place, just as it appears in TikTok videos—provided that you choose the right time to visit (avoiding the most crowded periods) and prepare to be patient if you decide to explore its historic center on foot during summer. One must remember that the town's resident population is just under 4,000, while tourists reached 160,000 in 2024.

The “vertical city” is also the preferred location for foreigners, particularly those from the UK, the US, and Canada. What adds to the buzz are the videos shared on TikTok and the trending stories posted by accounts like The Next Trip, Nature_and_Travel, and Positano.official.

Just like the Eiffel Tower in Paris, Santorini in Greece, the Colosseum in Rome, and the Burj Khalifa in Dubai, Positano is one of the most Instagrammable destinations in the world. The breathtaking scenery, the enchanting Tyrrhenian beaches, the terraces and stairways, and the artisan shops make for the perfect subjects for a dazzling TikTok video. The pastel colors and panoramic views of these postcard-like places enchant tourists who post content from Positano, drawn in by the Mediterranean fashion and vibrant nightlife.

A typical TikTok itinerary lasts just a few days (three at most) and starts at Piazza dei Mulini, the town's entry point, surrounded by shops with local products, market stalls, and craft boutiques. A video of the staircases leading to the sea is a must: the most popular spot is Marina Grande Beach, which offers a panoramic view of the town. Trekking enthusiasts won't miss the Path of the Gods, a seaside trail that begins in Agerola. After finishing the itinerary, many users post videos of their dives at Fornillo Beach, while an alternative to the mandatory boat tour is a visit to the Church of Santa Maria Assunta and the Roman Villa.

The downside of Positano, apart from the tourist crowds, is the cost: food, accommodations, and beach clubs are extremely expensive. In summer, especially July and August, you must book your hotel room well in advance, as spots fill up quickly regardless of price. During peak season, a coffee at a bar costs €3, a hotel room ranges from €300 to €600 per night, a beach lounger between €40 and €50, and a boat rental about €100 per hour.

The best times to visit the town and truly enjoy it—though some establishments and bars may be closed—are the less popular periods: late autumn, early spring, and winter (excluding Christmas and New Year's). If you must travel during high season, the best time to visit Positano is at dawn or early in the morning, when it's quiet and crowd-free. As for transportation, you can reach Positano via Travelmar and Grassi ferries from Salerno (departing from Piazza della Concordia or Masuccio Port) for €15, or with NLG from Naples for €26.50. Alternatively, there are local buses or rental cars, though the latter are not recommended due to the difficulty of driving through the maze of narrow Amalfi Coast roads.

There are several aspects of Positano that TikTok videos don't reveal: overcrowded beaches and waters that aren't always crystal clear, the overwhelming flow of people that makes walking through the narrow streets nearly impossible, the often hidden additional costs of beach services, and the rise of day-trip tourism (rather than longer stays), which causes traffic and circulation issues—with emergency services stuck and ambulances forced to slalom through cars lined up in traffic. Not to mention the environmental impact of superyachts and the swarm of influencers hunting for selfies and videos, occupying the city's most scenic spots for hours.

Positano is not exactly a family- or kid-friendly destination, nor is it ideal for those seeking maximum relaxation, but it remains a gem of history, natural beauty, culture, and good food. The local government has been trying for years to address the suffocating traffic affecting both residents and tourists, introducing blue parking zones and a ZTL (limited traffic zone) with a €5 daily entry fee for buses, taxis, rental with driver (NCC), and minivans. But tourism is the engine of the local economy, and making access more difficult risks pushing visitors toward other destinations.

In many cases, Positano is a victim of its own success: it's the eternal contrast between the beauty of a one-of-a-kind place and the enormous expectations fed by the myth, the story of La Dolce Vita, social media, and, more recently, even TV series like Ripley. TikTok doesn't always show reality as it is. In fact, beyond Marina Grande Beach and the Lovers' Path, there's much more to see in Positano.

Alongside the town's symbol, the Church of Santa Maria Assunta, it's worth visiting less-traveled areas like the Roman Villa, the Saracen towers, the Fornillo Tower (a residence restored in the 1920s by Swiss architect Gilbert Clavel and turned into a hub for avant-garde artists), the intimate Laurito Beach, the charming Arienzo Beach (also known as the 300-step beach), and the pristine Tordigliano Beach in Vico Equense, a hidden paradise just over three kilometers from Positano. These are unique attractions largely overlooked by TikTok videos—places where you can slow down, enjoy nature, and savor the true essence of Southern Italy.